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Harvard
Business
Review
2010.12
And the New Rules ofAnd the And the NewNew Rules of Rules of Rules ofNew Rules ofNewSocial MediaSocial MediaSPOTLIGHT PAGE 6150GovernanceThe Case for Professional BoardsRobert C.Pozen86ManagementRobert McNamarasBusiness LegacyPhil Rosenzweig94Global EconomyChinas New Bid forTechnology DominanceThomas M.Hout and Pankaj Ghemawat DECEMBER 2010 Youre Spending Your Money In All the Wrong Places page 62How to Fight Reputation Snipers page 70Why You Need a New-Media“Ringmaster”page 78 worldmagsBreguet,the innovator.Inventor of the gong-spring,1783With the Classique“Grande Complication”7637BB minute repeater wristwatch,hand-crafted in harmony with the finest traditions,Breguet reinvents the supreme horological complication.This stunning model features an entirely redesigned movement,patented innovations and a new position for the gong-spring.The spring-blade invented by Breguet in 1783 is struck by hammers to create an inimitably pure,crystal-clear chime.History is still being BREGUET BOUTIQUES 779 MADISON AVENUE NEW YORK +1 212 288-4014 280 NORTH RODEO DRIVE BEVERLY HILLS +1 310 860-9911 TOLL FREE 877-890-0311 WWW.BREGUET.COMTREP-HarvardBusiness_429x280.indd 1-224.09.10 15:40worldmagsworldmagsworldmagsBreguet,the innovator.Inventor of the gong-spring,1783With the Classique“Grande Complication”7637BB minute repeater wristwatch,hand-crafted in harmony with the finest traditions,Breguet reinvents the supreme horological complication.This stunning model features an entirely redesigned movement,patented innovations and a new position for the gong-spring.The spring-blade invented by Breguet in 1783 is struck by hammers to create an inimitably pure,crystal-clear chime.History is still being BREGUET BOUTIQUES 779 MADISON AVENUE NEW YORK +1 212 288-4014 280 NORTH RODEO DRIVE BEVERLY HILLS +1 310 860-9911 TOLL FREE 877-890-0311 WWW.BREGUET.COMTREP-HarvardBusiness_429x280.indd 1-224.09.10 15:40worldmagsworldmagsworldmagsLiveLiveLiveLiveBleedTrimBleedTrimLiveLiveBleedTrimBleedTrimLiveLiveBleedTrimBleedLiveTrimLiveBleedBleedTrimTrimLiveLive D19819-0LM LIN1009169LINC 00446Consumer SpreadPark PrepressMKZ Hybrid Print Common SenseA.KopczykM.SilvestriR.RamenJ.Wilson/trThe Park14.75 x 9.515.75 x 10.518.5 x 11.5CMYK300 dpi100%100%LINC00446_D198190_CSpd_R03.D280E.McClellanA.HullN/AN/AS.BrockN/AN/AJ.SparrowGulbransenKapnickOlschanskiEbelL.FosterPuzzuoli3110/27/10COMMON SENSEISNTCOMMON.Otherwise everyone would know that paying less for 41 city miles per gallon*is a better deal than paying more for 22 city miles per gallon.Its not just luxury.Its smarter than that.Learn more about the 2011 LINCOLN MKZ HYBRID,the most fuel-efficient luxury car in America,*atLINCOLN.COM*EP*E*EP*EPA-eA-eA-e e tistististimatmatmatmated ed ed e 41 41 41 citcitcitc y/3y/3y/3y/3y y6 h6 h6 h6 hwy/wy/wy/wy/y/39 39 39 39 9 comcomcomombi binbined ed mpgmpgpgmpgmpgpg.Actuctual al a milmilmilmi eageageageagageageage we we we we we we will ill ill ill il va va va vavary.ry.ry.ry.r ry.Ex Ex Ex ExE E E cluclucluclucdesdesdesesesdesde di di di d d eseeseeseeseesels.ls.ls.s sLINC00446_D198190_CSpd_R03.D280 110/27/10 5:33 PMworldmagsworldmagsworldmagsLiveLiveLiveLiveBleedTrimBleedTrimLiveLiveBleedTrimBleedTrimLiveLiveBleedTrimBleedLiveTrimLiveBleedBleedTrimTrimLiveLive D19819-0LM LIN1009169LINC 00446Consumer SpreadPark PrepressMKZ Hybrid Print Common SenseA.KopczykM.SilvestriR.RamenJ.Wilson/trThe Park14.75 x 9.515.75 x 10.518.5 x 11.5CMYK300 dpi100%100%LINC00446_D198190_CSpd_R03.D280E.McClellanA.HullN/AN/AS.BrockN/AN/AJ.SparrowGulbransenKapnickOlschanskiEbelL.FosterPuzzuoli3110/27/10COMMON SENSEISNTCOMMON.Otherwise everyone would know that paying less for 41 city miles per gallon*is a better deal than paying more for 22 city miles per gallon.Its not just luxury.Its smarter than that.Learn more about the 2011 LINCOLN MKZ HYBRID,the most fuel-efficient luxury car in America,*atLINCOLN.COM*EP*E*EP*EPA-eA-eA-e e tistististimatmatmatmated ed ed e 41 41 41 citcitcitc y/3y/3y/3y/3y y6 h6 h6 h6 hwy/wy/wy/wy/y/39 39 39 39 9 comcomcomombi binbined ed mpgmpgpgmpgmpgpg.Actuctual al a milmilmilmi eageageageagageageage we we we we we we will ill ill ill il va va va vavary.ry.ry.ry.r ry.Ex Ex Ex ExE E E cluclucluclucdesdesdesesesdesde di di di d d eseeseeseeseesels.ls.ls.s sworldmagsworldmagsworldmagsworldmagsworldmagsworldmagsDecember 2010hbr.org December 2010 Harvard Business Review 5And the New Rules ofSocial MediaSocial MediaSPOTLIGHT PAGE 6150GovernanceThe Case for Professional BoardsRobert C.Pozen86ManagementRobert McNamarasBusiness LegacyPhil Rosenzweig94Global EconomyChinas New Bid forTechnology DominanceThomas M.Hout and Pankaj Ghemawat DECEMBER 2010 DECEMBER 2010|BRANDING AND SOCIAL MEDIA|PROFESSIONAL BOARDS|ROI ON EMPLOYEE WELLNESS|BEST BUYS CEO ON TWITTER|1288HARVARD BUSINESS REVIEWYoure Spending Your Money In All the Wrong Places page 62How to Fight Reputation Snipers page 70Why You Need a New-Media“Ringmaster”page 78 ContentsAbout the Spotlight ArtistAlex MacLean earned an